When you receive a spontaneous call from the president of Nintendo of America, it's wise not to ask too many questions. Just take the call. That's the advice designer Chris Maple received from a fellow designer friend back in 1998, who warned him that the call would come later that day. At the time, Maple was no stranger to sudden phone calls from company executives. He ran his own design business, Media Design, which specialized in last-minute work for companies facing emergency, time-crunch situations whose agencies weren't equipped to handle the speed or size of their requests. Though rarely, if ever, publicly credited for this type of work, Media Design had quietly built a strong reputation with clients in the Seattle area. Maple recalls working with clients like Boeing, the Seattle Mariners, Holland America Line cruises, and many others.

Maple had been in the business for several years when Minoru Arakawa's secretary, then-president of Nintendo of America, called him and invited him to visit their office in Redmond. Over the phone, he was told that the company wanted him to work on a new game, but no further details were given. Intrigued, Maple accepted the invitation, unaware that he was about to become a key figure in one of the world's biggest cultural phenomena: Pokémon.

Go West, Pocket Monsters

Upon arriving at Nintendo of America's Redmond headquarters, Maple spent about half an hour in the lobby, captivated by a beautiful 21-inch crystal horse head. "You get a sensation. Like I'd have to read a room when I go into these corporate arenas, since I'm the subjective person presenting the aspect of imagery and content behind whatever's bothering them that day or what's broken or what needs to be fixed. You just learn to pick up stuff," Maple recalls. He was eventually taken upstairs to a meeting room where a few individuals were waiting. When Arakawa entered, Maple noted his magnetic personality, understanding why he held his position.

Arakawa introduced himself and explained that Nintendo was planning to launch a game in the United States and Europe. The prior agencies had failed to meet expectations, burning through the budget and time. Maple agreed to take on the challenge, jokingly mentioning it would cost a penny. Another person then brought in a cardboard box, dumping toys, papers, and drawings on the table. "What is this?" Maple asked. Arakawa replied, "It's a Pocket Monster. We're going to call it Pokémon."

Maple was tasked with creating a new logo for Pokémon, which was known in Japan as Pocket Monsters Red and Green. Nintendo wanted to release the game in the West with a Blue version and later a Yellow Pikachu Edition, but needed a new logo to fit the rebrand from "Pocket Monsters" to "Pokémon." Maple was given just one month to complete the task, with no specific instructions on what Nintendo was looking for.

The Mystery of the Missing Crystal Horse Head

For days, I've been on a scavenger hunt online, trying to track down the crystal horse head Maple remembers from the Nintendo lobby. This piece of decor, though seemingly insignificant, left a lasting impression on Maple and may have subconsciously influenced his design of the now-iconic Pokémon logo. However, all trace of it has vanished from the internet. It's not visible in any videos of Nintendo's old lobby from that time, and former employees don't recall it. Nintendo did not respond to my request for comment, and The Pokémon Company, which did not exist in its current form in 1998, likely wouldn't have been able to help either. Other industry veterans and organizations like DigiPen and The Video Game History Foundation also had no information on the horse head.

Update 7:21 a.m. PT: Just minutes after this piece was published, I received a tip that the horse head is mentioned in the book Game Over by David Sheff. On page 198, it states, "In the lobby of NOA's headquarters is a smoky glass coffee table and a crystal horse's head in a glass case." I've reached out to Sheff for more details or photos.

If you have any recollection, knowledge, or photos of this mysterious crystal horse head, please contact me at [email protected]. I'm eager to learn more.

Attaching Energy

Normally, a logo like the one for Pokémon would take about six months to develop, with extensive back-and-forth between the designer and client. However, Nintendo's one-month deadline was non-negotiable, as the logo needed to be ready for the big unveiling of Pokémon Red and Blue at E3 1998. Maple, accustomed to working under tight deadlines, began sketching numerous variations of the Pokémon logo by hand on a light table. He tried different letter shapes until he was satisfied, setting aside the ones he liked and creating multiple options for Nintendo to choose from.

Original Pokemon Logo Sketches by Chris Maple

View 8 ImagesMaple was given minimal information about Pokémon. "We were given nothing but paper and toys," he recalls, mentioning a tiny Pikachu figurine among the items. Nintendo provided some basic explanations of the game and showed him illustrations of existing and in-progress monsters, as well as an early version of a Nintendo Power magazine that would later feature the logo. The logo needed to be suitable for the GameBoy's tiny, pixelated screen and work in both color and black and white.

After developing several variations, Maple presented his options to Nintendo. He started with versions he wasn't as excited about, receiving little response. When he showed his favorite, the room fell silent. Don James, former executive VP of operations at Nintendo of America, spoke up, saying, "I believe this is the one." Arakawa agreed, and Maple was instructed to produce the final logo.

Maple attributes his choice of the final version to the "energy" it conveyed. He tried to envision the story behind the rough sketches he received, focusing on the brand's potential. The logo's yellow and blue colors may have been influenced by the color-themed naming of the two new games being released in the West. Maple tested various color schemes, but the final version "just felt right."

Once the logo was finalized, Maple's involvement largely ended as Nintendo focused on marketing and releasing the games. A few months later, he took his son to Toys R Us and was amazed by the massive Pokémon display featuring his logo.

Pokémon Forever

Maple's involvement with Nintendo didn't end there. After E3, Arakawa asked him to make slight adjustments to the logo, though without specific instructions. Maple made minor changes to the interior of the "P" and "E," resulting in the logo we recognize today. He also worked on other projects for Nintendo, including designs for games like Major League Baseball Featuring Ken Griffey Jr., Mischief Makers, and a Star Wars game, as well as the Atomic Purple release of the Nintendo 64 console.

Maple played the Pokémon games briefly but didn't get far due to his busy schedule. His son collected the trading cards until they were banned at school. Maple recalls moments when his daughter proudly pointed out his work in stores, and other parents recognized him.

As Nintendo began hiring more in-house artists and designers, Maple's work with the company eventually ended. For years, he didn't publicly discuss his work on the Pokémon logo, as it wasn't listed on his website or credited anywhere. However, encouraged by his son, Maple has started to share his story and showcase the logo on his website alongside new T-shirt mock-ups and images.

When asked why he decided to speak out now, Maple explained that it was time to validate his role in the project, especially as he planned to shift his career focus. He also expressed a desire to ensure that any future alterations to the logo, such as for Pokémon's 30th anniversary, would be handled with care and respect for the original design.

Chris Maple Modern Mock-up Logo Images

View 4 ImagesIf given the chance to redo the logo, Maple would revert to the original 1998 version before Arakawa's adjustments. He also hopes to be involved in any future modifications, such as for the 30th anniversary, to ensure they are done thoughtfully.

Reflecting on his contribution to Pokémon's success, Maple feels a sense of responsibility towards the children and others who have grown up with the franchise. He enjoys teaching children in challenged areas, who are thrilled to learn about his connection to Pokémon. "Some of the experiences you get are just priceless. But I'm just happy that it's doing well…Yeah, I love it, and that's why I work still today," he concludes.